Content development, as part of online marketing and search engine optimization, is quickly evolving. With 2016 fast approaching, it is worth taking a peep into what the future could hold so that plans can be made in advance for content marketing.
Flexible and Multi-faceted Content Development
A strategic, well-researched content marketing strategy is crucial to create content that resonates with your target market while increasing engagement, social shares, and the size of your audience. The more your content is shared and recommended, the more you build trust and thought leadership, resulting in increased leads and sales.
In 2016 though, quality written content would not be enough to secure the expected ROI. Forbes believes content creators must be able to be flexible and connect with audiences through multiple media. Format diversity is the key to success. Content marketers will have to adapt to new technologies and opportunities out there.
The Importance of Aggregated Content
2016 will be the age of aggregated content:
- Twitter Moments: Software would capture social network behavior of social profiles and use the information to create coherent stories. The information collected would include posts, videos and images which would serve as building blocks for individual features and stories on news and special events, as Moments (Project Lightning) from Twitter shows. Users will get personalized content created around the news or current events they like to follow. This is certainly a revolutionary concept, but thatâ€™s the way things expected to be in 2016. It offers alternative opportunities for content publication.
- Facebookâ€™s Instant Articles & Googleâ€™s Accelerated Mobile Pages: As we just saw, social media is set to be a good friend to content marketing. Itâ€™s set to offer new publishing opportunities in the coming years. An example is Facebookâ€™s Instant Articles where articles on their native publishing sites get immediately published on Facebookâ€™s mobile site as well. This is to help publishers capitalize on the great visibility and hits that articles shared on Facebook have.
Google has also come up with its Accelerated Mobile Pages (AMP). The greater the interactivity of these articles through videos, narration and high resolution photos, the greater the reach. These initiatives also make reading on the mobile a much more pleasurable experience by bypassing slow loading times.
Visual Content to the Fore
All these innovative content publishing initiatives by social media platforms demand interactive content. Visual content would become more attractive and important than drab written content. This is only to be expected since Internet and wireless connection speeds are rising, with videos and images more easily accessed on smartphones. Users do not have as much interest or patience to go through written data. They need faster means of communication.
Focus on Complex Topics to Keep up Traffic
Right when Google launched Knowledge Graph in 2012, its potential to provide users with instant answers was evident. Most long-tail search queries dealing with common topics return instant answers. With this, traffic to web pages would fall, so content marketers need to act soon and build up content for more complex topics which will generate instant answers.
Improvisation is the key to successful content development in 2016 and the years ahead. If you can do that, there are more opportunities for content marketing out there.